attributes of a boutique, especially in their choice of colour. Grey is not amassmarket choice, school uniforms, grey days, old prime ministers and the like all conjure up less than glamorous images, but it works really well here and gives it that rather risky, edgy appeal that individualists love. This aside,Mint Velvet was dreamed up by three clever women who saw an opening in themarket and all previously had leading roles within the former Principles chain. Also on the board are, Peter Davies, non-executive chairman of Clarks andWhistles and Stuart Grant, ex-New Look Commercial
Director, so this store has every reason to succeed and 22more concessions are planned for this year alone.
Regardless of its business structure,Mint Velvet is an exceptional store. It is well designed and very well thought out, right down to the tiniest details, such as the labelling, hangers and the shopfittings themselves. Themint green used on the logo has been applied to the clothes labels, the logo has been printed onto smart wooden hangers and velvet has been added to the freestanding shopfittings, a nice touch. Elegant tables also painted in shades of grey stand amidst the store and display vases of flowers and a mixture of product, fromfolded clothing to accessories and bath oils etc. The store has an eclectic look and feel to it, which adds to its individual appeal. Despite the rather exclusive image this store has, the clothing and accessories on sale are reasonably priced yet very sophisticated. To this end they have filled a gap in themarket.
Whilst the store is relatively small they havemade good use of the space withmostly perimeter garment rail units, plus further free standing garment rails that carry the velvet cladding running down the centre of the store. All the interior walls are another shade of grey, the centre sections are panelled and the rest flat and the floor is boarded giving it a nice subdued atmosphere. Lighting is also low level with amixture of track lighting and two very unusual chandeliersmade fromwire and what appears to be hand written paper notes. It has just the right atmosphere for a boutique – intimate yet not crowded and relaxed yet special.
22 sdea directory of shopfittings and display
www.shopdisplay.org
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